Connect to new audiences

Nationale Opera en Ballet & Samsung – Night Fall



How can Samsung and the Dutch National Ballet work together in order to expand their target audiences?


Virtual reality can limit the physical distance between the audience and the dancers on stage.


We decided to play to both parties strengths and create a mix of classical art and modern technology: the world’s first virtual reality ballet movie.


28 % increase in ticket sales during Uitmarkt (annual cultural event)
2100 visitors in two days at the experience centre at the Uitmarkt
Over 473.000 online views 148 world wide media mentions
Bright VR Award: public choice
Cinequest Film & VR festival: best live experience


Jip Samhoud

Learn more about the strategy direction of this case, ask Jip Samhoud! mail:

Marijn Korver

Learn more about the design of this case, ask Marijn Korver! mail:

Maartje Bünken

Learn more about the production of this case, ask Maartje Bünken! mail: m.brü